Here's some cold comfort for Karl Rove: Super Bowl viewers liked Chrysler's "Halftime in America" ad, but they don't remember what brand it was meant to promote nearly as well.
So if Chrysler was not just promoting itself but rewarding President Obama for the auto bailout, as Mr. Rove has suggested, it may have only accomplished part of its mission -- at least compared with some other Super Bowl ads.
"Halftime in America" was viewers' eighth best-liked spot of the entire Super Bowl, according to research from Nielsen, but it wasn't among the ads creating the best brand recall.
The biggest winner with Super Bowl viewers by those measures was Doritos' "Sling Baby" commercial, in which a grandmother sends a baby flying to snatch a bag of chips. Viewers liked it best, according to Nielsen, and remembered which brand it promoted better than any other Super Bowl ad.
A second Doritos spot, in which a dog bribes his owner with chips after burying the family cat, was viewers' second-favorite and third most-recalled. Both commercials were the result of Doritos' annual "Crash the Super Bowl" contest.
Chevy's "Happy Grad" commercial, the winner of a similar contest, also made the best-liked list.
The average Super Bowl commercial was 42% better-liked and triggered brand recall 34% more effectively than commercials that aired in January, Nielsen said.
|Nielsen Top 10 Most-Remembered 2012 Super Bowl Ads|
|Brand||Ad Description||Recall Index|
|1||Doritos||Grandma slings baby across yard to snatch chips (:30)||177|
|2||M&M's||M&M shows his milk chocolate (:30)||175|
|3||Doritos||Dog buries cat and bribes owner with snack chips (:30)||173|
|4||Skechers||Gorun -- Little dog moonwalks across the finish line (:30)||164|
|5||Coca-Cola||Polar bear has trouble catching bottle of soda (:60)||163|
|6||Budweiser||Bud Light -- Dog fetches drinks when his name is called (:60)||161|
|7||PepsiCo||Melanie Amaro dumps Sir Elton John into the king's dungeon (:60)||155|
|8||Budweiser||People drink beer from end of Prohibition to present (:60)||150|
|9||GoDaddy.com||GoDaddy.co -- Danica Patrick and Jillian Michaels body paint a model (:30)||149|
|10||Budweiser||Americans celebrate the end of Prohibition (:60)||145|
|Nielsen Top 10 Best-Liked 2012 Super Bowl Ads|
|Brand||Ad Description||Likeability Index|
|1||Doritos||Grandma slings baby across yard to snatch chips (:30)||190|
|2||Doritos||Dog buries cat and bribes owner with snack chips (:30)||182|
|3||M&M's||M&M shows his milk chocolate (:30)||171|
|4||E-Trade||Baby gives new dad financial advice (:30)||158|
|5||Coca-Cola||Polar bear crosses everything for good luck (:30)||152|
|6||Budweiser||Bud Light -- Dog fetches drinks when his name is called (:60)||143|
|7||Audi||Vampires combust from car headlights (:60)||139|
|8||Chrysler||Clint Eastwood talks about Detroit's resilience (:120)||137|
|9||Chevrolet||New grad is ecstatic about the wrong graduation gift (:30)||130|
|10||Honda||CR-V -- Matthew Broderick plays sick...again (:60)||129|
|Source: Nielsen 2/7/12
The Recall score is the percentage of viewers who can Recall the brand of an ad they were exposed to during the normal course of viewing the Super Bowl. These scores are then indexed against the average score for all Super Bowl ads (Recall Index). 100 equals average. For example, with a Recall Index of 177, the Doritos "Sling Baby" ad was 77% better-recalled than the average Super Bowl spot.
The Likeability score is the percentage of viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing the Super Bowl, among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average. For example, with a Likeability Index of 190, the Doritos "Sling Baby" ad was almost twice as liked as the average Super Bowl spot.
Notes: The above Top 10 lists are based on 11,873 surveys of Super Bowl viewers; 62 unique national creative executions (excluding Movie spots) during Q1-4 and Halftime were considered for the list.